The California Prune Board is inviting bids for its pounds 250,000
budget UK public relations contract, currently held by Lynne Franks PR.
The agency confirmed that it is planning to re-pitch for the new five
year contract which will kick off in September; the board’s new
As a US Government account, the Prune Board’s PR is reviewed every three
years. Lynne Franks was appointed just last September but will have to
re-apply to suit the new financing system for the five-year drive.
The agency was given the challenge of transforming the traditionally
medicinal image of prunes into a sexy snack for the 90s. Its campaign,
targeting 15 to 35 year-olds, aimed to encourage trials of the fruit via
initiatives like National Prune Week, held every February, with
samplings, a radio campaign and a Californian holiday competition.
Baywatch actress Alexandra Paul was recruited as the ambassador for
Californian prunes, which account for 70 per cent of UK prune sales.